From WeTransfer's Shadow: How One Founder is Rethinking File Sharing Simplicity

When Bending Spoon acquired WeTransfer in 2023, something fundamental shifted. The company that once championed effortless file transfer began adding layers of complexity that frustrated its original community. Nalden, who created WeTransfer back in 2009 alongside Rinke Visser and Bas Beerens, watched from the sidelines as the service he built took a direction he didn’t recognize.

The post-acquisition changes were jarring: a confusing redesign of transfer links, a massive 75% workforce reduction, and a controversial attempt to use user content for AI training that forced a quick retreat on the terms update. Frustrated creators started reaching out to Nalden directly—they felt abandoned by what WeTransfer had become.

The Problem With Overcomplicated Tech

“Why do tech companies insist on making everything so complicated?” Nalden asked when reflecting on the current state of the industry. This question became the seed for Boomerang, his answer to a market he felt had lost its way.

The philosophy behind Boomerang is almost defiantly simple: no sign-up required. Users can start transferring files immediately. The interface strips away everything unnecessary—no ads, no tracking missions, no investor-pleasing design flourishes. Just a tool that works, much like a reliable hammer that doesn’t need bells and whistles.

What Boomerang Actually Offers

For the no-commitment crowd, Boomerang provides 1GB of space with files that expire in seven days. No account needed.

Those willing to create a free account unlock more: 3GB total storage, 3GB per-file limits, upload history tracking, and the ability to customize the sharing experience with emojis while sending.

For power users, a €6.99 monthly subscription delivers serious capacity: 200GB per space (multiple folders), 500GB total storage, and 5GB per-file limits. This tier also includes custom covers, password protection, extended expiry windows up to 90 days, and unlimited user invitations for collaborative access.

A Different Take on Data and AI

Where WeTransfer’s new owners wanted to mine user data and integrate AI everywhere visible, Nalden is taking the opposite approach. He’s using AI to build the product infrastructure—backend optimization, features, systems—but refuses to surface AI-powered features to users. “I just want to offer a tool that works,” he emphasized.

The revenue model reflects this restraint: straightforward paid tiers with no advertising, no data monetization schemes. Complexity in advertising business models is exactly what Nalden wanted to avoid.

What’s Coming Next

Boomerang launched on the web, but the roadmap already includes a dedicated Mac application. The broader vision remains unchanged from WeTransfer’s origin: make sharing so frictionless that people forget they’re using a tool at all.

In an industry increasingly obsessed with feature bloat and complexity, one founder’s bet is that simplicity—real simplicity—might be the most underrated feature of all.